Public Speaking: An AudienceCentered Approach 5/e
Steven A. Beebe
&
Susan J. Beebe
Chapter 17 – Using Persuasive Strategies
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Chapter 17
Using Persuasive Strategies
Speech is power: Speech is to
persuade, to convert, to
compel.
- Ralph Waldo Emerson
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Establishing Credibility
Credibility - Perception of a Speaker’s…
• Competence
• Trustworthiness
• Dynamism
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Enhancing Credibility
• Initial Credibility
• Derived Credibility
• Terminal Credibility
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Enhancing Credibility
Initial Credibility
• Appearance
• Eye Contact
• Credentials and Accomplishments
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Enhancing Credibility
Derived Credibility
• Common Ground with Audience
• Supported Arguments
• Well-Organized Speech
• Well-Delivered Speech
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Enhancing Credibility
Terminal Credibility
• Lasting Positive Image
• End with Eye Contact
• Be Prepared for Questions
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Using Logic and Evidence to
Persuade
• Logos
• System of Rules for Making Inferences
• State Your Case
• Present Your Evidence
• Prove Your Case
• Apply Appropriate Reasoning
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Understanding Types of
Reasoning - Inductive
Testing Validity
• Enough Specific Instances?
• Specific Instances Typical?
• Instances Recent?
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Understanding Types of
Reasoning - Inductive
Reasoning By Analogy
• Conclusions are Probable
• Tests…
• How Alike Are They?
• Is Assertion True?
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Understanding Types of
Reasoning - Deductive
• Conclusions are Certain
• Syllogism
A=B
B=C
Therefore…
A=C
• Major Premise
• Minor Premise
• Conclusion
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Understanding Types of
Reasoning - Deductive
To Test the Truth of Deductive Argument
• Is the Major Premise True?
• Is the Minor Premise True?
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Understanding Types of
Reasoning - Causal
Reasoning that One Event Caused Another
• Reason from Cause to Effect
• Reason from Effect to Unknown Cause
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Persuading the Diverse Audience
• Evidence
• Appeals to Action
• Message Structure
• Persuasive Communication Style
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Supporting Your Reasoning with
Evidence
• Facts
• Inferences
• Examples
• Opinions
• Statistics
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Avoid Faulty Reasoning
• Causal Fallacy
• Bandwagon Fallacy
• Either-Or Fallacy
You know…
they are all like
that!
• Hasty Generalization
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Avoid Faulty Reasoning (cont)
• Attacking the Person
• Red Herring
• Appeals to Misplaced Authority
• Non Sequitur
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Using Emotion to Persuade
• Pathos
• Emotional Responses Along Three Lines
• Pleasure - Displeasure
• Arousal - Nonarousal
• Power - Powerlessness
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Tips for Using Emotion to
Persuade
• Use Concrete Examples
• Use Emotion-Arousing Words
• Use Effective Nonverbal Behavior
• Use Visual Images
• Use Appropriate Fear Appeals
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Tips for Using Emotion to
Persuade
• Use Appeals to Several Emotions
• Hope
• Pride
• Courage
• Reverence
• Tap Audience’s Shared Myths
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Using Emotional Appeals:
Ethical Issues
• No False Claims
• No Misuse of Evidence
• No Sole Reliance on Emotion
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Persuading the Receptive
Audience
• Identify with Audience
• Clearly State Objective
• Tell Audience What You Want
• Ask for Show of Support
• Use Emotional Appeals
• Make it Easy for Listeners to Act
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Persuading the Neutral Audience
• Capture Listeners’ Attention
• Refer to Shared Beliefs
• Relate Topic to Listeners and
Those They Know
• Be Realistic in What You Can
Accomplish
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Persuading the Unreceptive
Audience
• Don’t Announce Intent to Change Minds
• Note Areas Of Agreement
• Don’t Expect Major Shifts
• Acknowledge Opposing Points of View
• Establish Credibility
• Seek Understanding
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Strategies for Organizing
Persuasive Messages
• Problem-Solution
• Refutation
• Cause and Effect
• Motivated Sequence
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